Jiang Lu, Huang Yu, Zhu Hong, Zou Yingru
School of Management, Nanjing University, Nanjing, China.
School of Management, Jiangsu Open University, Nanjing, China.
Front Psychol. 2022 Sep 6;13:953799. doi: 10.3389/fpsyg.2022.953799. eCollection 2022.
Companies that use online group-buying to get new business expansion opportunities at a price advantage are failing. Therefore, there is a need to develop new marketing strategies for group-buying companies to achieve market share and consumer favor. Given that consumers are society members, we used the social interaction theory to investigate the combination of factors that stimulate consumers' purchase intentions. Fuzzy-set Qualitative Comparative Analysis was performed to evaluate different strategy configurations of social interaction elements, perceived quality, benefits and trust to promote purchase decisions from 406 group-buying consumer questionnaires. We revealed four pathways with different configurations that can prompt consumers to make group-buying decisions: information strategy, Word-of-Mouth strategy, sense of community strategy, as well as combining Word-of-Mouth and sense of community strategy. These strategies provide viable approaches through which group-buying companies can rationally use marketing programs to promote consumers' purchase intentions.
那些试图通过在线团购以价格优势获得新业务扩张机会的公司正走向失败。因此，团购公司需要制定新的营销策略，以获得市场份额并赢得消费者青睐。鉴于消费者是社会成员，我们运用社会互动理论来研究刺激消费者购买意愿的因素组合。通过对406份团购消费者问卷进行模糊集定性比较分析，评估社会互动元素、感知质量、收益和信任等不同策略配置对促进购买决策的影响。我们揭示了四种具有不同配置的途径，这些途径可以促使消费者做出团购决策：信息策略、口碑策略、社区意识策略，以及口碑与社区意识相结合的策略。这些策略为团购公司合理利用营销方案来促进消费者购买意愿提供了可行的方法。
